We judge things relative to nearby alternatives, not in isolation.
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Behavioural principles
Short, plain-English explanations of the principles behind this post, with links to related books and examples in the archive.
We judge things relative to nearby alternatives, not in isolation.
More quotesEasy-to-process things feel truer, safer, and more appealing.
More quotesBetter solutions sometimes appear when we stop pushing through the obvious route.
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